Institutional communication within university management

Abstract

Universities are involved in constant transformations, to give greater and better responses to the demands of society, so the use of modern management approaches becomes a necessity to develop excellent management. This article addresses the main ideas, definitions and characteristics that revolve around Institutional Communication, and as part of it, External Communication, which is nourished by the convergence of the different elements that comprise it. Institutional communication acquires its own nuances within the educational organization, which implies theoretical and practical approaches differentiated from the business context. Conceiving the University as a particular type of organization, fundamentally derived from the specificity and relevance of its social mandate, implies that the approaches and practices of companies should not be mechanically transferred to this context. The objective is to contribute to the theoretical and practical reference framework that can support a strategic approach in the management of institutional communication in universities. In the development of the research, theoretical and empirical methods were used, including communication techniques and tools such as: analysis and synthesis, inductive - deductive, brainstorming, interviews and direct observation.